REI have just launched their first store in NYC, probably a weird place to have an awesome, hardcore outdoor store right? Well, not if you can convince New Yorkers that the real outdoors aren’t all that far away, and what better way to do that then tempt with augmented reality ads.

Download the app and activate the experience on any of the various ads, when you do, you’ll open a window to the place you’d rather be. The app challenges you to explore the scene and while doing so, find the special objects embedded in the scenery for your chance to win some great prizes.